Social media and lead nurturing are fast friends

In the world of B2B marketing, social media has often played second fiddle to other channels, but that's bound to change. Social networks like Twitter, LinkedIn and even Facebook have taken a seat at the B2B table with more buyers using these platforms to gather information about potential purchases. In fact, 84 percent of B2B executives depend on social networks as a source of insight (1). Another 72 percent use social sites to research solutions to business problems. In addition, more than 9 in 10 buyers leverage this channel to interact with thought leaders in a particular industry.

Social data, including profile information reflecting job titles, descriptions and associations, can help flesh out a lead in more detail, giving a company the chance to tailor its marketing message specifically for an individual. This type of information can foster lead nurturing efforts by allowing for more relevant conversations with prospects. Companies can further empower their lead nurturing efforts through social listening and responding to leads who mention their brand on sites like Twitter where it's easy to react within minutes (2). By engaging those who take the time to mention a company, the buyer is essentially asking to build a relationship, and social channels are an effective way to do so.

1. "Social Data's Influence on B2B Sellers and Buyers"
2. "8 Ways to Integrate Social Media Into Your Lead Nurturing Campaigns"

Sheila Kloefkorn (1029 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.